Top Digital Ad Categories Will Reorder In 2020: Financial Will Overtake Auto

Top Digital Ad Categories Will Reorder In 2020: Financial Will Overtake Auto

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While retail will continue to dominate digital ad spending next year, the rankings of several key industrial categories will shift, according to a revised outlook released today by eMarketer.

Financial services will overtake automotive as the No. 2 digital ad category in the U.S., while travel will overtake consumer packaged goods as the fifth largest digital ad category.

The shifts appear to have a common theme in that the rising categories -- retail, financial and travel -- all have increasing roles in e-commerce.

“We expect weakness in the automotive market to hurt digital ad spending into the coming years,” eMarketer Forecasting Analyst Oscar Orozco says, projecting that the auto industry will spend $18.15 billion on digital media in 2020, just behind financial services’ $18.25 billion.

“While dealers have seen subdued advertising budgets recently, automakers are also busy grappling with new technologies, shifts in consumer behaviors and stricter emission standards,” he explains, adding, “All of this is being prioritized, leading brands to pivot their focus from ad spending to research and development.”

According to eMarketer's updated outlook, overall digital ad spending category trends correlate with mobile and video too (see below).

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July 31, 2019 at 10:22AM